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Procter & Gamble Doubles Adspend On Radio In Last Year

Procter & Gamble Doubles Adspend On Radio In Last Year

Pharmaceuticals giant Procter & Gamble has doubled its radio advertising spend in the year to December 1999, according to the latest figures from the Radio Advertising Bureau and AC Nielsen MMS. P&G was the thirteenth largest UK radio advertiser with a spend across the year of £3.5 million. Electrical retailer Dixons came in second, after the Central Office of Information, with a moving annual adspend of £9.6 million, up 44.5% on the same period last year.

Phone companies keep up their traditionally high use of radio, with BT, Vodafone and Carphone Warehouse placed third fourth and fifth in the table respectively.

Top Twenty Radio Advertisers MAT To December 1999
Rank Advertiser MAT to Dec 98, £ MAT to Dec 99, £ % change yr-on-yr
1 COI 8,636,264 11,185,413 29.5%
2 Dixons 6,621,362 9,567,160 44.5%
3 BT 9,270,331 9,439,479 1.8%
4 Vodafone 7,145,275 8,251,102 15.5%
5 Carphone Warehouse 8,158,325 7,924,381 -2.9%
6 Camelot 3,622,653 6,755,363 86.5%
7 Renault 5,460,112 6,375,478 16.8%
8 Coldseal 6,088,501 5,160,358 -15.2%
9 Vauxhall 3,154,886 4,788,021 51.8%
10 One2One 3,596,369 4,712,410 31.0%
11 Reg Vardy 2,867,005 3,813,090 33.0%
12 News International 2,797,573 3,707,569 32.5%
13 Procter & Gamble 1,149,541 3,476,325 202.4%
14 Safestyle 2,300,974 3,022,663 31.4%
15 Coca-Cola 4,310,181 2,875,228 -33.3%
16 Blockbuster 3,267,692 2,842,998 -13.0%
17 Volkswagen 1,708,163 2,814,426 64.8%
18 Tempo 2,278,369 2,663,791 16.9%
19 Pepsi 1,539,217 2,600,743 69.0%
20 Cellnet 1,960,799 2,591,647 32.2%

The top twenty radio buying points in the year to November are shown below. Figures include all Commercial Radio station advertising, but not promotions, for the most recent 12 months’ complete records. Mediacom TMB’s figures include all spend over the last and previous 12 months by the merged Mediacom TMB, and the previously separate Mediacom and The Media Business.

Top Twenty Radio Buying Points MAT To December 1999
Rank Agency MAT to Dec 98, £ MAT to Dec 99, £ % growth yr-on-yr
1 Carat 24,818,775 32,413,558 30.6%
2 BMP OMD 19,476,328 30,431,707 56.2%
3 Zenith 27,843,919 27,762,083 -0.3%
4 New PHD 20,724,173 19,871,817 -4.1%
5 Mindshare 10,077,711 15,069,090 49.5%
6 Motive 7,805,987 14,818,394 89.8%
7 Universal McCann 13,798,768 14,386,895 4.3%
8 Walker Media 8,070,382 13,583,454 68.3%
9 Mediacom TMB 14,772,944 13,459,805 -8.9%
10 MediaVest 11,989,752 11,629,117 -3.0%
11 Optimedia 9,895,243 11,162,984 12.8%
12 Matters Media 8,550,731 9,262,705 8.3%
13 Western International Media 8,169,182 8,666,802 6.1%
14 BBJ 5,343,625 7,780,940 45.6%
15 Mediapolis 7,129,891 6,736,307 -5.5%
16 CIA Medianetwork 6,823,437 6,733,275 -1.3%
17 Brilliant 5,917,835 4,708,189 -20.4%
18 Firstworld Media & Marketing 4,884,148 4,701,145 -3.7%
19 Initiative Media 4,161,757 4,056,093 -2.5%
20 MGM 5,295,332 3,962,953 -25.2%

Radio Advertising Bureau: 020 7306 2500

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